"It didn't exist two weeks ago. Though there are computer trails that go back two years , carefully constructed ones. It's a snootily named financial service that, coincidentally, is almost tailor made for those who wish to minimize contact with mortal public, have more money than they need, and lean towards the young and wealthy side. It both protects assets and makes them accessible, and all the bureaucratic paper work is done for folks automatically . It's got a very old school rich hoity toity vibe with a psudeo modern twist. Lots of 'royal' stylings on the site etc. Mentions things like cream rising to the top and so on. Any idea who that might appeal to?"